mental health counseling app study case Apiary Product Management BootCamp Individual Assessment Module #1 Find me on LinkedIn /nmluthfi Nur Muhammad Luthfi February 18th, 2022

@nmluthfi outline Health-Tech Background Health-Tech State of The Market Health-Tech Opportunity User Persona User Journey Solution Prioritization Conclusion 02 03 - 04 05 06 - 09 11 - 12 13 - 16 17

02 @nmluthfi Background As the pandemic started 2 years ago, the health-tech industry is growing faster than ever to fix the pandemic issues, and seems that it won’t stop in the near future.

MARKET HIGHLIGHT 03 @nmluthfi $13b+ VC Investment to health tech industry in 2020 $2.8b health tech COMAPNIES IPO in 2020 because of pandemic Health tech market accelerated so fast especially in the us Source: svb.com

MARKET HIGHLIGHT 04 @nmluthfi 2019 2026e 2033e 2040e 3.3 2.8 2.7 3.2 2.2 3.5 5.1 0.7 $4t $4.8t $6.2t $8.3t Health care spending based on future of health trends ($ trillion) also analyst predict, by 2040 health care spending will increase to $8.3T Well being focused care & treatment focused Source: deloitte

05 @nmluthfi problem However, besides the acceleration growth made by Covid-19 to the health-tech startup, there are still problems that health tech startup can solve According to the research held by UNICEF in 2021: More than 13% of teenagers (10-19 yo) lived with mental disorders. 40% of them feels anxious and depressed Late teenagers and young adults (15-24 yo) reported that they feel depressed or have little interest in doing things Children are far too often on the front lines in humanitarian crises – 415 million in 2018, each exposed to stress trauma. The impact of such crises can differ from child to child, with some showing resilience and others Source: unicef

06 @nmluthfi Based on the previous information, how can we as a health-tech startup take advantage of the opportunity and solve the problems experienced by many people?

07 @nmluthfi let’s empathize with our potential users first with infromation from unicef’s research to create an user persona

08 @nmluthfi user persona Dinda Age 19 Education College Student Status Single Occupation Student Location Indonesia TEch Literte High Bio Dinda lives in Jakarta and currently is a college student at a local university. In her free time she likes to spend on social media, to catch up with friends’ life and get to know the latest trend. Also, she likes to watch videos online. I spend my free time scrolling on social media and watch videos on Internet Personality Introvert Social Media Addict Talkative Tech Savvy Platform Website Mobile App Interests Goals • To connect with people literally • To feel belonging to a community • To have a stable and good mental health Core needs • Need to find people with similiar issues • People to talk to and share something with • A guidance and helps from mental health professionals Frustrations • Covid makes her feels alone • It’s hard to meet people because of pandemic • Social media makes her feels left behind compared to others

09 @nmluthfi user persona After we create the user persona, we got insights on what problems, their needs and frustrations that users have. With these information, we can conclude what kind of product that we want to build that might solve users’ pain points So, I decide to build a mental health counseling app for teens and young adults to help users solve their mental health issues

10 @nmluthfi now let’s visualize user’s journey when they want to consult their mental health problem with a professional

11 @nmluthfi user journey PERSONA: Scenario: DINDA Booking a counseling with a professional expectatioW † To find area of improvements in the end-to-end booking a psychologist scenario Source: figjam

12 @nmluthfi user journey User Journey helps us to get point of improvements from particular journey within the app. Previously, we try to map out the experience when users try to book a mental health counseling session with a proffessional. From there, we got several improvement opportunities that we can implement on the app.

13 @nmluthfi next, we’ll priortize the opportunity improvment using rice framework.

14 @nmluthfi Solution Prioritization PROJECT NAME Reach Impact Confidence Effort RICE Score A counseling feature with practitioners 70% 3 100% 13 0.161 Show the psychologist’s subject expertise, years of experience, and testimonials from other patients 70% 3 80% 2 0.84 Offer users different packages with different duration for patients 70% 2 80% 2 0.54 To have a different ways to consult with professionals 70% 3 80% 2 0.84 Assurance to users that psychologists have a license from HIMPSI 50% 3 50% 1 0.5 cORE FEATURE - P1 - MUST BE IMPLEMENTED FIRST Source: GOOGLE SHEET With RICE, we calculate each feature’s reach, impact, confidence, and effort. The higher the RICE score, more important the feature.

15 @nmluthfi Solution Prioritization Then, let’s determine the metrics to measure, risk, and complexity for each feature. Feature Complexity Risk Metric to Measure A counseling feature with practitioners This is the core feature of the app but it needs to build from scratch Since it’ll build from scratch there are technology, time, and budget cost. Also, there is a potential risk that the product will not be utilized by users # of Successful Counseling # of Counseling Made Show the psychologist’s subject expertise, years of experience, and testimonials from other patients Needs to find experienced psychologists and assess them before officially becoming the doctor on the app We are unable to find experienced psychologists and the feature doesn’t affect the user’s decision when it comes to choosing a doctor # of Successful Counseling Made by Each Expertise/Years of Experience/Testimonials # of Successful Counseling Made # of Counseling Made Offer users different packages with different duration for patients We have to make each package’s value stand out to users, and find the best pricing strategy for each package. Users find that the current package is more appealing for them and the new one doesn’t bring value to the users. # of Successful Counseling Made by Each Package # of Successful Counseling Made # of Counseling Made # of Clicked by Different Packages

16 @nmluthfi Solution Prioritization (cont) Feature Complexity Risk Metric to Measure To have different ways to consult with professionals We have to make sure users understand each medium has different advantages and find the best pricing strategy for each medium Users find that the current medium is enough for them and the new one doesn’t bring value to the users. # of Successful Counseling Made by Each Medium # of Successful Counseling Made # of Counseling Made # of Clicked by Different Packages Assurance to users that psychologists have a license from HIMPSI The products need additional development to have a validation system whether the psychologist has the license or not and The license isn’t affecting users’ decision making when choosing psychologist # of Successful Counseling Made that Choose HIMPSI Licensed Psychologist # of Successful Counseling Made # of Counseling Made

17 @nmluthfi conclusion from To find common users’ pain points during the pandemic, create the user persona and customer journey map, and define possible solutions and prioritize the solution. to